{"id":839623,"date":"2026-08-01T04:17:18","date_gmt":"2026-08-01T04:17:18","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/839623\/"},"modified":"2026-08-01T04:17:18","modified_gmt":"2026-08-01T04:17:18","slug":"breitlings-old-sister-brand-returns-with-its-first-new-dive-watch-in-decades","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/839623\/","title":{"rendered":"Breitling&#8217;s Old Sister Brand Returns with Its First New Dive Watch in Decades"},"content":{"rendered":"<p class=\"wp-block-paragraph\">While <a href=\"https:\/\/www.gearpatrol.com\/watches\/breitling-america250-official-collaboration\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Breitling<\/a> sits near the top of the luxury watch landscape these days, consistently ranking among the <a href=\"https:\/\/www.gearpatrol.com\/watches\/50-best-selling-swiss-watch-brands\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">top ten in market share among Swiss brands<\/a>, that wasn\u2019t the case 50 years ago.<\/p>\n<p class=\"wp-block-paragraph\">In the midst of the 1970s \u2013 1980s period now known as the <a href=\"https:\/\/www.gearpatrol.com\/watches\/a35132235\/seiko-astron\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Quartz Crisis<\/a>, cheap, quartz-powered watches from Japan decimated the Swiss watch industry, driving countless brands out of business. Many big names fell on hard times and were forced to find new ownership in order to survive.<\/p>\n<p class=\"wp-block-paragraph\">One such brand was Breitling, which was purchased by fellow Swiss brand Sicura in 1979. As an early adopter of quartz technology, Sicura, which was founded in 1939, was able to weather the Japanese storm better than most. <\/p>\n<p class=\"wp-block-paragraph\">Still, Breitling was a far bigger name, so after Sicura moved Breitling\u2019s operation under its own roof, the brand began phasing out its own watches, though they remained in production through the 1980s. Finally, in 1993, the Sicura name went away for good, with the company renaming itself Breitling after its most famous acquisition.<\/p>\n<p class=\"wp-block-paragraph\">Now, more than 30 years later, Sicura is back with a new owner and its first new watch collection in decades.<\/p>\n<p><img loading=\"lazy\" data-dominant-color=\"b49f35\" data-has-transparency=\"false\" decoding=\"async\" width=\"1500\" height=\"1200\" src=\"https:\/\/www.newsbeep.com\/ca\/wp-content\/uploads\/2026\/08\/sicura-hexa-400-blue.webp\" alt=\"Stainless steel Sicura dive watch with blue dial, yellow accents, date window, and rotating bezel on yellow background.\" class=\"wp-image-1019101 not-transparent\" style=\"--dominant-color: #b49f35; aspect-ratio:5\/4;object-fit:cover;object-position: 38% 40%\"  \/>Breitling\u2019s old sister brand returns, sans Breitling, for its first new watch in decades.Sicura<\/p>\n","protected":false},"excerpt":{"rendered":"While Breitling sits near the top of the luxury watch landscape these days, consistently ranking among the top&hellip;\n","protected":false},"author":2,"featured_media":839624,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[49,48,61],"class_list":["post-839623","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ca","tag-canada","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/839623","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=839623"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/839623\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/839624"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=839623"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=839623"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=839623"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}